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Real-Time Content Marketing
in a Connected World
An iCrossing Webinar featuring Forrester Research, Inc.
November 8, 2012 | Noon ET
With you today                                                                  #iCRealTime




                                                     Rob Garner
                                                     Vice President, Strategy, iCrossing
                                                     @RobGarner




                                                     Darika Ahrens
                                                     Analyst, Forrester Research, Inc.
                                                     @Darika




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                             2
Providing real-time marketing
content to the digital consumer
How to reach 1930s housewives with P&G products?




Solution: Radio show “The Guiding Light”.
Today’s challenge? People are now
connected --




To each other, to brands, and to places--




More often and from more locations than ever
before
The era of pervasive interactivity




© 2012 Forrester Research, Inc. Reproduction Prohibited
7
*Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
  **Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
Despite their connectivity, always
addressable customers are
harder to reach.
Why? Because:

                            Ad-free paid content services are
                            leaving fewer opportunities for
                            “pure” advertising
                            Consumers expect content as well as
                            quality, value, and customer service
                            for brand differentiation and loyalty.
                            Digital is at the centre of their world,
                            traditional marketing is tuned out,
                            and messaging needs relevancy.
© 2012 Forrester Research, Inc. Reproduction Prohibited                10
The Solution? Content which doesn’t
     feel like marketing.



               “Content Marketing delivers enough in-
                 built value that it does not feel like
                              marketing.”




© 2012 Forrester Research, Inc. Reproduction Prohibited
A 72 year long content marketing campaign.
A 112 year long content marketing campaign.
“People will swap something they value less for something they
               value more. Both parties gain from the trade.”




                                                            Value
                   BRAND                                  exchange




© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:


                            Value
                            Choice
                            Relevancy




© 2012 Forrester Research, Inc. Reproduction Prohibited   15
Value: “I get something from this”
     Content should trigger at least one of Forrester’s “Four Fundamental Human
     Needs”




     Source: February 2010 “What People Really Need”

© 2012 Forrester Research, Inc. Reproduction Prohibited
Value: “I get something from this”
     Content should trigger at least one of Forrester’s “Four Fundamental Human
     Needs”
       Human Need:                                  Purpose:             Create content        Example:
                                                                         which is:
       Comfort                                      Reduce stress &      Useful                - “How To” guides
                                                    complexity.          Helping               - Retailer apps like
                                                                         Informing               Tesco, Argos, etc.
       Connection                                   Feel connected to    Moving                -   Kony, Old Spice
                                                    other people, part   This is also where    -   Nike+
                                                    of something.        virality comes from
       Variety                                      Stimulate the brain, Entertaining          -   Tippex “Hunter
                                                    keeps us engaged. Surprising                   shoots a bear”
                                                                                               -   P&G Soap
                                                                                                   operas
       Uniqueness                                   Makes us feel        Inspiring             -   Intel Museum of
                                                    special.             Exclusive                 Me
                                                                         Rewarding             -   Burberry Art of
                                                                                                   the Trench
     Source: “Vision: The Content Marketing Playbook” due to be published November 2012

© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:


                            Value
                            Choice
                            Relevancy




© 2012 Forrester Research, Inc. Reproduction Prohibited   18
Choice: “I choose to interact with this”




     Source: Wikipedia

© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”




     Source: Gawker Media

© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”




     Source: Hootsuite Blog

© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”




© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:


                            Value
                            Choice
                            Relevancy




© 2012 Forrester Research, Inc. Reproduction Prohibited   23
Relevancy “This is for ME, right now”




     Source: We Are Social

© 2012 Forrester Research, Inc. Reproduction Prohibited   24
Relevancy “This is for ME, right now”




     Source: We Are Social

© 2012 Forrester Research, Inc. Reproduction Prohibited   25
Relevancy “This is for ME, right now”




     Source: We Are Social

© 2012 Forrester Research, Inc. Reproduction Prohibited   26
The 3 principles of content marketing:


                            Value
                            Choice
                            Relevancy




© 2012 Forrester Research, Inc. Reproduction Prohibited   27
Real-Time Content Marketing
  in a Connected World of
      Search and Social
If you have a web site or any web
               presence, then you are a publisher

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   29
To build a connected brand with the always
           addressable consumer, you need to
           become a real-time content marketer
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   30
Being a real-time content marketer means being
     always present with useful and engaging
   content for the always addressable consumer
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   31
Elements of Real-Time Content Marketing

            • An organizational shifts from passive to real-time
              engagement
            • A redefining of audience
            • A redefining of brand to include the audience
            • A greater commitment to sincerity
            • A reworking of the definition of social media to become
              more inclusive of search principles
            • A redefinition of the word publishing
            • A commitment to being a “marketer as media publisher”


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                      32
Real-time content marketing requires
           brands to harness the power of
              search, social, and content
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   33
The always addressable consumer is already
        comfortably using search and social to find
                 you and talk about you

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL    34
So why not share useful and engaging
            content wherever the always addressable
           consumer is finding and talking about you?

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL      35
Real-Time Content Marketing – Example 1




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   36
Real-Time Content Marketing – Example 2




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   37
Real-Time Content Marketing – Example 3




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   38
How to get started
Key considerations

            • Reevaluate your existing program
            • Prepare for a real-time presence
            • Identify gaps in audience targeting and content
            • Perform a technical audit
            • Perform a social audit
            • Determine how search, social, and content feed into
              each other, and provide attribution
            • Establish key metrics and benchmarks


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                  40
Thank you




              COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
Copyright iCrossing - Proprietary and Confidential                 41
                                                                   41
#iCRealTime



                          Q&A
Stay Connected with iCrossing
    Find out more at www.icrossing.com
        Call us toll-free at 866-620-3780
     Email us at findout@icrossing.com

                    Follow us at Twitter
        @icrossing and @thecontentlab

Become a fan at facebook.com/icrossing
Thank you
              Rob Garner
         VP, Strategy, iCrossing
     Rob.Garner@icrossing.com
             www.icrossing.com


          Darika Ahrens
Analyst, Forrester Research, Inc.
         Dahrens@forrester.com
              www.forrester.com

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Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar

  • 1. Real-Time Content Marketing in a Connected World An iCrossing Webinar featuring Forrester Research, Inc. November 8, 2012 | Noon ET
  • 2. With you today #iCRealTime Rob Garner Vice President, Strategy, iCrossing @RobGarner Darika Ahrens Analyst, Forrester Research, Inc. @Darika COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • 3. Providing real-time marketing content to the digital consumer
  • 4. How to reach 1930s housewives with P&G products? Solution: Radio show “The Guiding Light”.
  • 5. Today’s challenge? People are now connected -- To each other, to brands, and to places-- More often and from more locations than ever before
  • 6. The era of pervasive interactivity © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 7. 7
  • 8. *Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada) **Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
  • 9. Despite their connectivity, always addressable customers are harder to reach.
  • 10. Why? Because: Ad-free paid content services are leaving fewer opportunities for “pure” advertising Consumers expect content as well as quality, value, and customer service for brand differentiation and loyalty. Digital is at the centre of their world, traditional marketing is tuned out, and messaging needs relevancy. © 2012 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. The Solution? Content which doesn’t feel like marketing. “Content Marketing delivers enough in- built value that it does not feel like marketing.” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 12. A 72 year long content marketing campaign.
  • 13. A 112 year long content marketing campaign.
  • 14. “People will swap something they value less for something they value more. Both parties gain from the trade.” Value BRAND exchange © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 15. The 3 principles of content marketing: Value Choice Relevancy © 2012 Forrester Research, Inc. Reproduction Prohibited 15
  • 16. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Source: February 2010 “What People Really Need” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 17. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Human Need: Purpose: Create content Example: which is: Comfort Reduce stress & Useful - “How To” guides complexity. Helping - Retailer apps like Informing Tesco, Argos, etc. Connection Feel connected to Moving - Kony, Old Spice other people, part This is also where - Nike+ of something. virality comes from Variety Stimulate the brain, Entertaining - Tippex “Hunter keeps us engaged. Surprising shoots a bear” - P&G Soap operas Uniqueness Makes us feel Inspiring - Intel Museum of special. Exclusive Me Rewarding - Burberry Art of the Trench Source: “Vision: The Content Marketing Playbook” due to be published November 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 18. The 3 principles of content marketing: Value Choice Relevancy © 2012 Forrester Research, Inc. Reproduction Prohibited 18
  • 19. Choice: “I choose to interact with this” Source: Wikipedia © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 20. Choice: “I choose to interact with this” Source: Gawker Media © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 21. Choice: “I choose to interact with this” Source: Hootsuite Blog © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 22. Choice: “I choose to interact with this” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 23. The 3 principles of content marketing: Value Choice Relevancy © 2012 Forrester Research, Inc. Reproduction Prohibited 23
  • 24. Relevancy “This is for ME, right now” Source: We Are Social © 2012 Forrester Research, Inc. Reproduction Prohibited 24
  • 25. Relevancy “This is for ME, right now” Source: We Are Social © 2012 Forrester Research, Inc. Reproduction Prohibited 25
  • 26. Relevancy “This is for ME, right now” Source: We Are Social © 2012 Forrester Research, Inc. Reproduction Prohibited 26
  • 27. The 3 principles of content marketing: Value Choice Relevancy © 2012 Forrester Research, Inc. Reproduction Prohibited 27
  • 28. Real-Time Content Marketing in a Connected World of Search and Social
  • 29. If you have a web site or any web presence, then you are a publisher COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • 30. To build a connected brand with the always addressable consumer, you need to become a real-time content marketer COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  • 31. Being a real-time content marketer means being always present with useful and engaging content for the always addressable consumer COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  • 32. Elements of Real-Time Content Marketing • An organizational shifts from passive to real-time engagement • A redefining of audience • A redefining of brand to include the audience • A greater commitment to sincerity • A reworking of the definition of social media to become more inclusive of search principles • A redefinition of the word publishing • A commitment to being a “marketer as media publisher” COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  • 33. Real-time content marketing requires brands to harness the power of search, social, and content COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  • 34. The always addressable consumer is already comfortably using search and social to find you and talk about you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34
  • 35. So why not share useful and engaging content wherever the always addressable consumer is finding and talking about you? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35
  • 36. Real-Time Content Marketing – Example 1 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  • 37. Real-Time Content Marketing – Example 2 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  • 38. Real-Time Content Marketing – Example 3 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  • 39. How to get started
  • 40. Key considerations • Reevaluate your existing program • Prepare for a real-time presence • Identify gaps in audience targeting and content • Perform a technical audit • Perform a social audit • Determine how search, social, and content feed into each other, and provide attribution • Establish key metrics and benchmarks COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
  • 41. Thank you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL Copyright iCrossing - Proprietary and Confidential 41 41
  • 42. #iCRealTime Q&A Stay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Follow us at Twitter @icrossing and @thecontentlab Become a fan at facebook.com/icrossing
  • 43. Thank you Rob Garner VP, Strategy, iCrossing Rob.Garner@icrossing.com www.icrossing.com Darika Ahrens Analyst, Forrester Research, Inc. Dahrens@forrester.com www.forrester.com